MEDIA-I: Lowe media arm advances with web unit launch

<p>NEW DELHI: Initiative Media (IM), the media arm of Lowe Lintas & </p><p>Partners, has rolled out an internet division which will form the major </p><p>part of a drive to upgrade its overall capabilities. </p><p><BR><BR> </p><p>The division will assist clients in building brands on the web, as well </p><p>as offer online advertising solutions. </p><p><BR><BR> </p><p>However, it is the processes that have been built around it which makes </p><p>the cyber unit unique, claimed Ashish Bhasin, IM managing director. One </p><p>such process is IMteractive Steps which offers clients a channel </p><p>planning capability to maximise return on investment. </p><p><BR><BR> </p><p>Other in-house tools include IMradar, which measures how people receive </p><p>ad messages, and IMchooser, which aims to formulate the best mix of </p><p>channels to be used before creatives start to work on the brief. IM's </p><p>other proprietary tools include IMphase and IMprove, which are </p><p>customised to retrieve data from research agencies. </p><p><BR><BR> </p><p>Lowe Lintas already has a customer relationship management unit, Lowe </p><p>Personal, and the agency claimed that the new capabilities would enhance </p><p>the agency's overall CRM offering. The agency also recently launched a </p><p>strategic design consultancy, Design Cell, specialising in packaging, </p><p>structural design, and corporate identities. </p><p><BR><BR> </p>